The cereal box has not changed its design in over 70 years. Consumers have complained for years about their dislike in opening the bag inside the breakfast boxes because cereal frequently ended up everywhere but in their bowl. The bags couldn’t be securely closed, resulting in stale product and once the bag was opened the cereal amount was much less than the box size indicated.
The retailer Target took all of this into account for their Archer Farms Linearpak cereal container which has a unique oval tubular shape with a custom-designed polypropylene hinged overcap for easy pouring. The cap hugs the rim of the container keeping the cereal fresh after the package has been opened.
Sonoco, a global manufacturer of industrial and consumer products began work to develop the package after Target asked the Company for a newly designed cereal package to address customer’s concerns about traditional cereal containers.
In my opinion, other cereal manufacturers should take note and create similar packaging. The benefits would include honesty in packaging, longevity of product, cost savings in shipments and ease of pouring.